Influencer Marketing for Rapido's Auto Segment

Client

Rapido

Brand Overview

Rapido is India's first and fastest-growing Bike taxi app with a whopping 25 Million+ app downloads. We are now running operations in more than 100 cities.

Objective

To promote the auto segment of Rapido's bike taxi and logistics service through influencer marketing.

Strategy

We collaborated with a group of influencers from diverse backgrounds and with varying follower counts to create content around Rapido's auto segment. The influencers were given a brief about the campaign and asked to create reels showcasing their experience of riding a Rapido auto. The reels were to be posted on their Instagram profiles with the campaign hashtag #RapidoAuto and a call-to-action encouraging their followers to book a Rapido auto for their daily commute.

Execution

We partnered with 42 influencers for the campaign, ranging from micro-influencers to macro-influencers, each with a unique follower base. The influencers were selected based on their relevance to the target audience, engagement rates, and previous brand collaborations. We provided them with a list of talking points to include in their reels, such as the convenience and affordability of Rapido autos, the safety measures taken by the company during the pandemic, and the ease of booking through the Rapido app.

The influencers created high-quality reels featuring their experience of riding a Rapido auto and highlighting the key talking points. They used creative visuals, music, and captions to make the reels engaging and shareable. The reels were posted on their Instagram profiles with the campaign hashtag #RapidoAuto and a call to action encouraging their followers to book a Rapido auto.

Results

The influencer marketing campaign for Rapido's auto segment was a huge success, exceeding our expectations in terms of reach, engagement, and conversions. Here are some of the key results:

• The 42 influencers generated a total of 2.2M views on their reels.
• The campaign had an average CPV (cost per view) of 0.17, which was well within our target range.
• The top-performing influencer, Jesika, generated 179,000 views on her reel, with a CPV of just 0.067.
• The campaign generated a total of 9,460 clicks on the Rapido app, with an average CTR (click-through rate) of 0.43%.
• The total cost of the campaign was within the allocated budget, with a CPV that was lower than industry standards.

Conclusion

The influencer marketing campaign for Rapido's auto segment was a huge success, generating high engagement rates and driving app downloads. The collaboration with diverse influencers allowed us to reach a wider audience and generate buzz around the brand. We were able to showcase the convenience and affordability of Rapido's auto segment through high-quality reels created by the influencers. The campaign exceeded our expectations in terms of reach, engagement, and conversions, and we look forward to creating more impactful campaigns for Rapido in the future.